常温8月尼尔森数据分析报告

常温8月尼尔森数据分析报告诚信专业专注执行创造尊重汇报目录•常温产品市场表现–常温总体概览–白奶+基础功能奶品类表现–儿童奶及儿童乳饮料市场表现–乳饮料市场表现–中档牛奶品类表现–花色奶市场表现–高端奶市场表现诚信专业专注执行创造尊重数值铺货率销售某类产品的零售店数量零售店总体数量=加权铺货率销售某品牌的店铺的某品类销售额该品类总体零售总额=•数值铺货率(铺货广度)：表示在核数周期内经营某种产品的零售店数量占零售店总体数量的百分比•加权铺货率(铺货深度)：指在核数期内经营某种产品的零售店，其经营该类产品的零售额占该类产品总体零售额的百分比指标解释诚信专业专注执行创造尊重4整个品类销售额$20$20$20$40是否有蒙牛产品是是否是蒙牛数值铺货率:(1+1+1)/4=75%蒙牛加权铺货率:(20+20+40)/(20+20+20+40)=80%铺货率举例诚信专业专注执行创造尊重单点卖力(单点销售额/量）=销售量或额/数值或加权铺货率YTD：YearToDate指从本年度第一月到目前当月的累计。MAT：MovingAnnualTotal年度累计（从指定月份往回推12个月,即一年的累加值）销售额份额=某品类中某品牌的销售额/该品类总的销售额平均价格=某品类或某品牌的销售额/某品类或某品牌的销售量，单位为元/升指标解释诚信专业专注执行创造尊重常温产品市场表现–常温总体概览诚信专业专注执行创造尊重常温总体市场容量变化趋势过去一年，常温总体的销售量增长了8.8%，销售额增长了13.2%截止到8月份，常温总体销售量增长了7.2%，销售额增长了12.0%3.12.92.62.32.32.42.52.62.52.82.72.933.13.22.92.72.833.73.23.63.63.83.83.73.73.33.23.13.543.544.24.34.300.511.522.533.544.55AUG08NOV08FEB09MAY09AUG09NOV09FEB10MAY10AUG10NOV10FEB11MAY11AUG11销售量（万吨）销售额（亿元）指标MAT去年MAT今年增长率YTD去年YTD今年增长率销售量（万吨）44.348.28.8%30.732.97.2%销售额（亿元）39.544.713.2%27.530.812.0%诚信专业专注执行创造尊重常温总体品牌份额-销售额份额%娃哈哈销售额份额排名第一蒙牛YTD今年的份额略比去年上升0.1个点，，而伊利上升2.7个点26.723.826.124.024.724.624.122.722.322.825.523.923.923.823.724.024.122.522.322.122.222.622.121.723.023.423.222.822.622.122.122.121.621.516.719.717.019.717.818.719.820.119.719.717.818.419.920.620.720.120.07.28.47.58.87.27.47.37.47.37.799.88.48.48.69.29.15.66.05.85.96.16.26.06.05.95.86.46.85.75.85.85.85.53.53.13.533.63.53.13.43.232.82.83.22.93.13.23.10102030405060708090100MAT去年MAT今年YTD去年YTD今年AUG10SEP10OCT10NOV10DEC10JAN11FEB11MAR11APR11MAY11JUN11JUL11AUG11娃哈哈蒙牛伊利银鹭旺旺津威蝶泉雪兰美汁源达利园诚信专业专注执行创造尊重常温总体品牌份额-销售量份额28.626.428.226.926.426.426.124.824.425.228.927.226.726.726.526.827.019.619.419.119.220.119.818.620.020.820.619.419.319.319.219.318.718.515.417.915.617.716.517.318.618.617.917.915.616.418.019.018.918.117.98.410.18.910.78.68.78.88.98.79.311.112.010.110.110.311.111.03.84.03.93.94.24.24.24.24.03.84.14.53.73.83.83.83.60102030405060708090100MAT去年MAT今年YTD去年YTD今年AUG10SEP10OCT10NOV10DEC10JAN11FEB11MAR11APR11MAY11JUN11JUL11AUG11娃哈哈蒙牛伊利银鹭旺旺津威蝶泉雪兰美汁源达利园%娃哈哈销售量份额排名第一11年1月起蒙牛份额持续走低，较1月下降2.1个点。诚信专业专注执行创造尊重常温液体奶主要品牌主要指标表现数值销售铺货率（％）919286889999蒙牛液体奶伊利液体奶娃哈哈酸味奶平均价格（元/升）373026287777单点销售额（千元）加权销售铺货率（％）7648396487622,3382,517121112118.48.52010年8月-2011年8月娃哈哈的铺货广度最大，覆盖77%的通路，蒙牛、伊利的加权铺货相差不大，蒙牛的单点销售额高于伊利诚信专业专注执行创造尊重酸味奶主要品牌主要指标表现就酸味奶而言，娃哈哈酸味奶的铺货广度最大，覆盖77%的通路，铺货质量也为最高，蒙牛、伊利的铺货相差不大，蒙牛的价格略高于伊利数值销售铺货率（％）666468619999蒙牛酸味奶伊利酸味奶娃哈哈酸味奶平均价格（元/升）283231267777单点销售额（千元）加权销售铺货率（％）8.87.98.17.58.48.53513843393819551,0572010年8月-2011年8月诚信专业专注执行创造尊重品类销售量占比品类销售额占比基础功能奶：指除新养道、营养舒化奶、光明优舒、优+、三元品致外的常温增值纯牛奶中档牛奶：包括新养道、营养舒化奶、光明优舒、优+、三元品致常温各品类销售占比注：所有品类累加超过100%，因PET以包装形式区分出来的品类，其它品类中包含瓶装产品。20.3%19.5%20.2%18.8%20.2%19.1%20.2%18.4%5.4%5.1%5.4%1.0%1.1%1.1%1.1%1.5%1.7%1.6%1.7%5.9%7.4%6.2%7.5%9.4%12.2%9.9%12.4%9.3%8.4%9.1%8.2%10.4%9.2%10.1%9.0%2.8%3.1%2.8%3.2%40.9%40.8%40.2%36.0%33.9%35.7%34.2%43.3%41.8%43.7%42.6%39.8%37.3%39.9%37.6%4.9%5.1%5.3%5.2%5.2%14.9%16.4%16.7%15.2%13.3%14.6%13.6%14.8%1.5%1.3%1.4%1.3%39.7%MAT去年MAT今年YTD去年YTD今年MAT去年MAT今年YTD去年YTD今年白奶基础功能奶中档牛奶花色奶儿童牛奶儿童乳饮料高端奶乳饮料PET从品类销售额占比看，主要集中在PET37.6%、乳饮料34.2%、白奶18.4%、花色奶14.8%、儿童奶12.4%。基础功奶、中档牛奶、儿童乳饮料、高端奶等剩余品类占比不足20%。诚信专业专注执行创造尊重基础功能奶：指除新养道、营养舒化奶、光明优舒、三元品致外的常温增值纯牛奶中档牛奶：包括新养道、营养舒化奶、光明优舒、三元品致常温各品类销售额增长率13%7%14%30%24%46%0%18%22%24%7%6%25%7%-1%22%41%2%12%5%常温总体白奶基础功能奶中档牛奶花色奶儿童牛奶儿童乳饮料高端奶乳饮料PETMAT增长率YTD增长率A：常温总体增长率为13%，儿童牛奶以46%的增长率居各品类之首。B:高端奶、花色奶、中档牛奶、基础功能奶高于总体增长率，保持着较高增长速度，白奶、乳饮料、PET低于常温整体、儿童乳饮料出现负增长。诚信专业专注执行创造尊重9%4%8%19%20%37%-1%18%18%6%5%7%0%30%18%-3%6%4%8%11%常温总体白奶基础功能奶中档牛奶花色奶儿童牛奶儿童乳饮料高端奶乳饮料PETMAT增长率YTD增长率常温各品类销售量增长率基础功能奶：指除新养道、营养舒化奶、光明优舒、三元品致外的常温增值纯牛奶中档牛奶：包括新养道、营养舒化奶、光明优舒、三元品致诚信专业专注执行创造尊重常温总体现代通路品牌份额-销售额份额38.939.138.938.939.140.239.638.838.738.439.238.939.038.939.038.939.026.727.626.727.627.628.027.727.727.326.125.426.527.828.828.828.628.58.27.68.37.97.56.97.27.17.38.59.08.87.87.47.17.37.25.25.55.55.85.35.15.15.15.06.67.66.55.04.95.05.25.24.75.04.54.94.75.05.25.55.65.14.54.55.05.05.25.05.12.32.22.22.222.22.22.22.32.62.52.12.12222.10102030405060708090100MAT去年MAT今年YTD去年YTD今年AUG10SEP10OCT10NOV10DEC10JAN11FEB11MAR11APR11MAY11JUN11JUL11AUG11蒙牛伊利娃哈哈旺旺光明三元银鹭美汁源天友银桥%蒙牛液体奶在现代通路的销售额份额排名第一8月伊利液体奶略有上升诚信专业专注执行创造尊重常温总体传统通路品牌份额-销售额份额31.632.231.332.632.231.931.230.931.531.531.732.933.433.332.532.632.522.622.022.521.722.222.623.323.021.722.423.121.320.921.021.621.322.117.117.417.117.416.817.017.317.617.517.317.917.317.117.117.217.317.77.06.97.06.97.06.96.97.27.07.17.17.26.96.77.07.06.55.36.75.66.86.26.46.56.56.66.16.56.66.76.86.97.37.31.72.52.22.62.32.12.22.22.22.21.72.42.732.92.92.80102030405060708090100MAT去年MAT今年YTD去年YTD今年AUG10SEP10OCT10NOV10DEC10JAN11FEB11MAR11APR11MAY11JUN11JUL11AUG11娃哈哈蒙牛伊利旺旺银鹭美汁源达利园小洋人光明银桥%娃哈哈在传统通路销售额份额排名第一，且优势继续扩大蒙牛液体奶在下降，酸味奶在上升诚信专业专注执行创造尊重常温产品市场表现–白奶+基础功能奶诚信专业专注执行创造尊重白奶+基础功能奶市场容量变化趋势02468101214161820AUG08NOV08FEB09MAY09AUG09NOV09FEB10MAY10AUG10NOV10FEB11MAY11AUG11销售量（万吨）销售额（亿元）过去一年，全国销售量减少了6.1%，区域增长率9.6%全国销售额减少了0.2%，区域增长率4.5%MAT去年MAT今年增长率YTD去年YTD今年增长率销售量（万吨）9.410.39.6%6.66.94.5%销售额（亿元）8.49.18.3%5.96.13.4%诚信专业专注执行创造尊重白奶+基础功能奶品牌份额-销售额份额42.640.642.740.745.641.239.939.540.641.342.242